Application
This unit describes the skills and knowledge required to produce creative and innovative photo images based on visual communication theory.
It applies to individuals who research and evaluate visual communication theory and use it to inform their practice.
No licensing, legislative or certification conditions apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Research role of photo imaging in visual communication | 1.1 Research historical and contemporary role of photo images in visual communication using relevant information sources 1.2 Investigate theories and commentators on conceptualisation, production and use of photo image 1.3 Investigate use of photo images in various modes and media, and evaluate meaning of photo image in context of its use 1.4 Critique, using visual communication theory, a range of photo images and themes |
2. Use visual communication in photo imaging practice | 2.1 Determine intent of visual communication and target audience for photo images 2.2 Apply photo image themes and selected aspects of visual communication theory to production of photo images 2.3 Present photo images using range of visual communication modes and media |
3. Evaluate visual communication in photo imaging practice | 3.1 Evaluate effectiveness of visual communication in production of photo images to engage target audience 3.2 Evaluate how applying visual communication theories to photo images impacts on own creative practice, equipment needs and work opportunities |
Evidence of Performance
Evidence of the ability to:
research visual communication theories to establish their role in the production of photo images
create a body of photo images that apply visual communication in various modes to engage a target audience
evaluate own work for its visual communication impact .
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Evidence of Knowledge
To complete the unit requirements safely and effectively, the individual must:
outline research techniques relevant to the creative practitioner
describe a range of contexts in which the photo images are used for visual communication
identify the common modes of visual communication and describe the essential features that impact on photo image production
describe common themes used in photo imaging and explain how visual communication is used in their conceptualisation and production
summarise the key commentators and theories on the connection between visual communication and the photo image.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:
sources of information on historical and contemporary photo imaging practice
sources of information on theories of visual communication.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational and training legislation, frameworks and/or standards.
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1-1.3 | Interprets an extensive range of visual and textual information to develop and enhance understanding, and inform new ideas and approaches to photo imaging practice |
Navigate the world of work | 3.2 | Uses the outcomes from self-directed, independent research to enhance creative practice and identify new professional opportunities |
Get the work done | 1.1-1.4, 2.1-2.3, 3.1, 3.2 | Uses systematic planning processes to develop conceptual insights, expand knowledge and draw conclusions about the influences of visual communication theory on photo imaging practice Makes decisions about photo images by evaluating information and selecting from a range of visual communication modes and media Evaluates the success of conceptual and production decisions in photo imaging work to meet goals |
Sectors
Visual communication – photo imaging